While Gen Z remains marketing’s great white whale, marketers may be overlooking the tremendous spending potential of their parents. On track to be the wealthiest generation in history as $70 trillion is passed to them from baby boomers, Gen X regularly engages with social media and is the fastest growing user base on TikTok. However, only 13% of this population feels seen in social advertising, according to a recent report from Wavemaker detailing how the industry is leaving this increasingly valuable cohort behind.

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